In the latest instalment of FutureNet presents, we welcomed Chris Crofts for 'Level-up your I.D.E.A skills (Insights, Data, Evaluation, and Analysis)'. Chris has over 20 years of experience in communications and has led IC teams at HSBC, Aviva, and Diageo, and currently works as a strategic influencing and measurement consultant.
During the session, Chris spoke about why data is becoming so important, how you can collect better data to support internal communications, and how insights can help influence decisions and give you a seat at the table.
So, what did we learn?
To achieve meaningful data and insights, you should follow six steps.
Firstly, you need to pinpoint the issue you are trying to solve.
You need to know what you want your communications to achieve. What are the outcomes? What do you want people to know, feel and do?
Do you have any assumptions you would like to test? For example: 'Those who have direct exposure to the CEO talking about the strategy have a higher belief in the strategy than those who don't.'
Research what kind of data you need to collect, whether that be quantitative, qualitative, photos, etc. Using the above example, you need to know whether they have heard directly from the CEO.
Now you can analyse the data – how will you do this? Will you filter by grade, location, exposure to CEO, etc?
And finally, insights! What did you learn? What meaningful insights can you provide to senior leaders and stakeholders? What impact did direct contact with the CEO have?
Chris' session was just a short snippet of her knowledge and expertise on how as IC professionals we can use data and analysis. If you want to know more, make sure to sign up for Chris' next session with the IoIC which is taking place on 26 July.
FutureNet presents webinars are based on feedback and suggestions from members, so, if you have a topic that you would like to learn more about, let us know!
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